Clarke Systems modular e is Web-based software that allows end users to program multiple modular sections of the screen with industry-specific content as well as customized messaging with real-time control of messaging from remote locations.
	Photo courtesy of Bowman Displays.

Some things never change. And some things, like the sign industry, are on a constant revolving wheel of change. One day you’re changing out screens, and the next you’re installing your first piece of digital signage, well, almost. While many sign shops are beginning to experiment with digital signage’s capabilities, many have yet to incorporate this new technology into their existing services. Digital displays can be an intimidating application but one that many industry experts believe is the ultimate direction of the signage industry. But with a little knowhow, you too can profit in this market.

ENTERING DIGITAL SIGNAGE

The popularity of digital signage largely is consumer driven, and many sign shops find their clients are seeking this type of solution. With more digital displays popping up, clients are taking notice and are ready to embrace this evolving technology.

“Most of our customers are becoming more and more tech savvy. They are starting to recognize that they can increase their image and their spending dollar on advertising in ways that are a little more advanced,” says Bob Chapa, owner of three Detroit-based SIGNARAMA shops. “It doesn’t just have to be full-color banners. They can just as easily put a flat screen TV in the window and control the graphics and design themselves, or they could hire us to do it for them.”

Of course, before you can offer digital signage, there is a learning curve to overcome, and the difficulty or simplicity can vary, which particularly depends on the type of application. For graphic text, Chapa believes anyone with basic computer comprehension can set up a digital display. Charlie Kelly, president of Clarke Systems, supplier of Web-based digital sign software, also notes that digital signage can be pre-installed with templates designed for specific purposes, such as menu boards or scrolling text, and that function eases the education gap, makingthe purchaseless intimidating for potential buyers. 

However, if more complex animation will be used, then the graphic designer needs a more advanced knowledge of that type of technology. Matt Miles, director of special projects of FASTSIGNS, finds that, despite the more intricate application, most graphic designers quickly learn the new technology because it is similar to programs they are already using—Adobe Illustrator, for instance.

Danny Schneider, director of business development of Vista System, believes a basic digital display is the best choice for those new to digital signage. “My advice to a sign shop owner looking to make his or her first step into the digital arena would be to start off with a simple media player-based system,” says Schneider. “This option allows the user to upload the information they wish to display onto a memory chip.”

Once the operator has grasped the basics, he or she can move on to more advanced systems that require more experience and technical support, says Schneider.

Often vendors can assist with initial instruction. Chapa suggests finding a vendor that is willing to provide you with the necessary training. If that vendor does not agree to those terms, keep looking.

This digital signage is using Omnivex software to display content about the phone models and plans.

APPLYING DIGITAL SIGNAGE

While Kelly says he “would be hard pressed to find a market not ideal for digital signage,” there are specific niches that complement this application well. Miles especially suggests tapping into the health care and education industries. “They have very critical needs for sending information quickly. From emergency alerts to very flexible schedules to update, they have many different departments that need to get out information, so digital signage works very well for them,” explains Miles.

Digital signage also is practical for retail outlets with multiple locations, says Chapa. Let’s say, for example, a gas station owner operates five area outlets. After installing a digital display at all locations, the gas station owner can control the content of each screen from one central unit.

“If you have a large network of signs you need to update, it’s really the only way to do that efficiently,” says Chapa. 

That same gas station owner can benefit from these signs in other ways.

Most digital signage, such as this menu board at Johnny Rockets restaurant, can easily be installed by most any sign shop. Photo courtesy of Vista System. Photo courtesy of Bowman Displays.		Restaurants are common digital signage applications. The digital screens may be used as menu boards or a dessert advertisement in the dining area.

“Digital signage also gives end users the opportunity to sublease space on the screens for advertising local businesses, featuring vendor brands or promoting area attractions, to name a few,” says Kelly—giving the buyer an additional return on his investment.

Even with digital signage’s merits and advantages, Schneider does not believe it has or will ever completely replace traditional interior signage. Instead, the two types of signage can work as a team.

For effective branding, John Bowman, president of Bowman Displays, recommends complementing digital displays with interior static signage to provide “context for content.” When a customer sees a digital display, he or she may not have time to stop for a minute, especially in a retail environment. Or that customer may walk by the display in the midst of the video presentation and have no idea what the production is regarding because it’s out of context, akin to walking in a movie theater during the middle of the film.

But, by integrating another interior display, such as a light box, Bowman says it can add value to your overall message. While the digital display commands attention, the supplementing signage reinforces you client’s brand and increases ad impressions.

Bowman also recommends affixing a printed surround to the monitor. This decorative border covers the screen manufacturer’s name and increases brand recognition for your client. “You can integrate that monitor with the color and décor of the interior display, and the surround is another way to provide context for content,” says Bowman.

Showing demo units in your shop gets customers excited about digital signage. This picture was taken in the lobby of one of Bob Chapa’s SIGNARAMA stores.	The Melting Pot, an upscale fondue restaurant, displays a refined look with this flat panel screen. Photos courtesy of Bob Chapa.	Digital signage can advertise various types of tournaments. Photos courtesy of Bob Chapa.	This pylon sign features an introduction with changing messages. Photo courtesy of Vista System.

NOW IS THE TIME

For sign shops ready to take on digital displays, Chapa urges them to first purchase a demo unit. “When you have a demo unit in your store and your customers see that, they always get excited,” notes Chapa. Try customizing your demo unit to match visiting clients for the most effective sales approach.

Some sign shops shy away from this purchase because of the initial cost, but, remember, the demo unit does not have to be some grandiose spectacle. Even a 30" or 32" screen is sufficient. Further, this demo unit also serves as an educational tool to all shop employees, explains Chapa. They can practice using this in-house display, which will not only help them learn the associated technology but also deliver a stronger sales pitch.

Of course, there still is that hanging fear of the current recession; however, Miles believes this is the opportune time to break into the digital signage market.

As with any new business venture, there is that initial capital investment, which can be a roadblock. But Miles finds that plenty of price breaks are available as digital signage providers are trying to entice potential customers to spend. Don’t expect these prices to stick when the economy recovers. Besides, by overcoming the learning curve now, you will be well-prepared when customers are ready to invest in this type of signage as the economy improves.

Recession or not, adding digital signage to your suite of services is critical in staying competitive. As Kelly advises, “The digital industry has been evolving for more than 10 years in its own category. The sign industry is just beginning to catch up. Our trade customers are saying ‘I better hurry up and get on board while I can.’” 

But digital signage isn’t always a pricey investment, especially when combined with static signage and small monitors, says Bowman. When most people think of digital signage, often a large-scale 60" flat screen panel is the image that pops into their minds. Instead, Bowman recommends using only a 19" LCD monitor with a 2' x 3' backlit display. He estimates the backlit display would cost $300 with an additional $1,000 price tag for the LCD screen. For an even more affordable option, try using only a 7" monitor with a printed surround. A makeup counter, for instance, would be a viable option for this type of display. The smaller digital monitor still attracts those sought-after ad impressions because of its dynamic capabilities but will alleviate the burden on your bank account.

Still, some sign shops do find themselves victim of sticker shock from those larger LCD units, but Miles believes digital signage is worth the investment.